Remodelling the corporate visual identity construct

Abstract

Purpose Despite a well‐established corporate identity construct there is still ambiguity and disorientation regarding the corporate visual identity construct. The purpose of this paper is to investigate the inconsistent use of terminologies such as “symbolism” and “corporate design” as well as pointing towards an insufficient conceptualisation of the corporate identity and visual identity construct vis‐à‐vis other sensory dimensions. Design/methodology/approach A review of existing categorisations and conceptualisations of the corporate identity and visual identity construct is provided. Findings The paper presents a remodelled corporate visual identity construct that takes a holistic sensory perspective and proposes the corporate sensory identity construct as a more adequate and flexible reflection of current business reality. Practical implications The paper offers fundamental guidance for managers regarding the integrated and holistic utilisation of a set of sensory communication activities as part of their corporate identity management. Originality/value This paper contributes to the further understanding of the complexity of corporate identity management by addressing additional sensory dimensions apart from visual identity management. Moreover, by stressing the particular relevance of music and sound, this paper stimulates the integration of the auditory dimension as additional facet of a communication tool kit.

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